Secret Shopping – Not Just For Restaurants Anymore
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When most people think of a secret shopping service they might imagine a tired, unsuspecting waitress harried and busy from an afternoon lunch rush being shopped by a middle aged woman who is eating alone. The woman is asking for extra napkins and more tea, trying vaguely to engage the waitress in polite conversation all the while judging her attitude, manner of appearance, the quality and timeliness of the food order and several other factors of a typical afternoon dining experience. Though this is a valid scenario that may be played out repeatedly at restaurants all across the country every day, this is by no means a fair representation of just how valuable a secret shopping service can be. Many different kinds of businesses can benefit from a shopping service.
Retail establishments of all kinds can use this valuable tool as a means to gain insight into their employees performance. Sporting goods centers whose cashiers ring up tennis rackets and golf clubs, music stores whose representatives sell top of the line instruments and local grocery store owners alike can all benefit from a secret shopping service in that the employees customer service can be rated at all levels of engagement with the customer, from the front door all the way through the checkout line. Casinos and other recreational venues are prime shopping grounds, as are banks. Anywhere a customer is greeted and serviced by a staff person, you are likely to find these mysterious random shoppers who are there for more than just goods and services.
It is easy to see why a secret shopping service proves to be such a valuable asset to business owners and managers. They provide management with the information necessary to allow for the implementation of new tools, trainings and incentive programs for their employees that are specifically tailored to their businesses standards and values. Even health clubs and other membership based organizations are enhanced by the experience. How does your businesses membership program measure up in the eyes of the customers that agree to join it? How can it be improved or enhanced? How are your members being serviced? These are just a few of the questions that can be answered.
And what if your business is done primarily over the phone? Is there a secret shopping service available to assist in that capacity? Absolutely! Whether you are a Customer Service Representative for a local marketing firm, or you take orders over the phone, your performance can be measured and rated against your companys standards of excellence.
There are even shopping services available in the travel industry. Imagine a company that provides bus tours or vacation packages. Is it possible that they be shopped and rated? Why not? If you were the owner of a vacation package company, would you not be interested in more than just a comment card at the end of your customers vacation? Of course you would, because knowing what the customers best experiences were as well as their disappointments and annoyances puts you ahead of the competition. How? It allows you to modify your business in accordance with your customers needs and wants. You give them more of what they like, and less of what they do not. After all, that is what all companies want to do, is it not? That is what keeps your customers loyalty, and keeps them coming back again and again. Now that is just good business!
Disclamer: This entry is intended to promote our partner StorageMart and some or all participants received compensation.
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